JCU Retailing Class Visits Accademia Costume e Moda in Rome

JCU students at Accademia Costume e Moda

Professor Antonella Salvatore held an on-site class for her MKT 335 course Retailing Applied to Fashion Industry at the Accademia Costume e Moda in Rome on Wednesday, April 18. The Academy’s CEO Furio Francini gave a tour to the students, illustrating the works of young designers and sharing information about the institution, which was founded in 1964. Francini also explained the reasons behind the school’s name -“Accademia Costume e Moda” (Academy of Costume and Fashion). The name indicates that students learn not only about trends, design, and tailoring but also about the culture and society where fashion develops, including arts and theater. The teaching method is very hands-on with practical exams where students create fashion collections and organize runaway shows to be evaluated by fashion industry professionals.

In order to create a successful collection, to market and sell it, it is fundamental to understand the market’s social context and customers’ expectations. Francini pointed out that there is a strong connection between fashion and society, as trends are determined by the cultural and historical environment. Society has dramatically changed in the last few years and everything has become much faster and now requires more flexibility. Francini said that the youngest generations are a part of the so-called shared economy, where individuals rent or borrow goods rather than buying and owning them. Fashion reflects these changes and needs. In fact, Italian fashion is undergoing a generational change and fashion houses need new well-rounded and talented professionals to keep up with this shift.

Professor Salvatore noted, “The visit was a great way to end the semester for my Fashion Retailing students. The tour helped students to understand the key roles of professionals in this field and the level of specialization needed for a career in fashion.”